By Mike Shields, Mediaweek

January 9, AdWeek

NEW YORK Despite the popularity of the iPhone and the general touch-screen mania that has swept the U.S. over the past year, few people actually watch video on their cell phones. But the numbers are on the rise, according to a new report issued by the Nielsen Co.

According to Nielsen, 10.3 million U.S. mobile subscribers access video content on their phones during a given month -- roughly 5 percent of all wireless subscribers.

However, the audience is growing -- up 14 percent in 2008 vs. '07 -- driven primarily by the presence of more Internet-friendly phones in the market. (Back in 2005, a report issued by mobile researcher M:Metrics found that just 1 percent of mobile users watched video on their phones.)

Nearly two-thirds of viewers are watching video via the mobile Web (66 percent), though paid subscription services and purchased downloads continue to account for a sizable amount of viewership.

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